When the premier private member's club for London's creative industry, The Hospital Club, needed a new Food & Beverage identity to use across restaurants, bars and private dining, they sought an agency that would offer them something truly memorable. Nelson Associates was appointed to create a brand strategy for Food and Beverage, then bring to the club's collateral the flair, originality and attention to detail Head Chef, Duncan Cruickshanks, brings to the kitchen.
Working closely with The Hospital Club team we commissioned embroiderer, Claire Coles, to bring precisely the right mix of whimsy and precision to the project in creating mixed media concepts using hand cut papers, felt, leather and suede that we then reproduced in print using highly premium papers and production techniques. We then created an elegant set of menu templates that the team could easily update on a regular basis. The menu's typography appears clean and minimal, yet it is meticulously conceived interpreting behavioural science to lead the customer's eye and giving maximum exposure to every choice available.